Abstract
This paper sets out to answer a simple question: How might companies in medical markets create better marketing strategies? It is an overview of the author's PhD Research at Cranfield University under the supervision of Professor Malcolm McDonald, one of the world's leading authorities in the field of marketing strategy. Reflecting the author's industry background, this research concerns itself only with medical markets such as Pharmaceuticals, Medical Devices and Diagnostics and reflects primary research in approximately 60 companies in the medical products sector.
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